Phil Schiller, Apple's senior vice president of worldwide marketing, talks about the features of the new iPhone 6s and iPhone 6s Plus during the Apple event at the Bill Graham Civic Auditorium in San Francisco, Wednesday, Sept. 9, 2015. (AP Photo/Eric Risberg) less

Phil Schiller, Apple's senior vice president of worldwide marketing, talks about the features of the new iPhone 6s and iPhone 6s Plus during the Apple event at the Bill Graham Civic Auditorium in San Francisco, ... more

Phil Schiller, Apple's senior vice president of worldwide marketing, talks about the features of the new iPhone 6s and iPhone 6s Plus during the Apple event at the Bill Graham Civic Auditorium in San Francisco, Wednesday, Sept. 9, 2015. (AP Photo/Eric Risberg) less

Phil Schiller, Apple's senior vice president of worldwide marketing, talks about the features of the new iPhone 6s and iPhone 6s Plus during the Apple event at the Bill Graham Civic Auditorium in San Francisco, ... more

SAN FRANCISCO, CA - SEPTEMBER 9: Apple CEO Tim Cook talks about a sales graphic before indroducing the new iPhone 6s and 6s Plus during a Special Event at Bill Graham Civic Auditorium September 9, 2015 in San Francisco, California. Apple Inc. unveiled latest iterations of its smart phone, forecasted to be the 6S and 6S Plus and announced an update to its Apple TV set-top box. (Photo by Stephen Lam/ Getty Images) less

SAN FRANCISCO, CA - SEPTEMBER 9: Apple CEO Tim Cook talks about a sales graphic before indroducing the new iPhone 6s and 6s Plus during a Special Event at Bill Graham Civic Auditorium September 9, 2015 in San ... more

SAN FRANCISCO, CA - SEPTEMBER 9: Apple CEO Tim Cook introduces the new iPhone 6s and 6s Plus during a Special Event at Bill Graham Civic Auditorium September 9, 2015 in San Francisco, California. Apple Inc. unveiled latest iterations of its smart phone, forecasted to be the 6S and 6S Plus. The tech giant is also rumored to be planning to announce an update to its Apple TV set-top box. (Photo by Stephen Lam/ Getty Images) less

SAN FRANCISCO, CA - SEPTEMBER 9: Apple CEO Tim Cook introduces the new iPhone 6s and 6s Plus during a Special Event at Bill Graham Civic Auditorium September 9, 2015 in San Francisco, California. Apple Inc. ... more

Chad Evans with MLB.com, discusses how apps like his will be made available on the Apple TV during the Apple event at the Bill Graham Civic Auditorium in San Francisco, Wednesday, Sept. 9, 2015. (AP Photo/Eric Risberg) less

Chad Evans with MLB.com, discusses how apps like his will be made available on the Apple TV during the Apple event at the Bill Graham Civic Auditorium in San Francisco, Wednesday, Sept. 9, 2015. (AP Photo/Eric ... more

Photo: Associated Press

Chad Evans with MLB.com, discusses how apps like his will be made... Photo-8603428.116620 - Houston Chronicle

Image 7 of 45

Jon Carter with Harmonix discusses how apps like his will be made available on the Apple TV during the Apple event at the Bill Graham Civic Auditorium in San Francisco, Wednesday, Sept. 9, 2015. (AP Photo/Eric Risberg) less

Jon Carter with Harmonix discusses how apps like his will be made available on the Apple TV during the Apple event at the Bill Graham Civic Auditorium in San Francisco, Wednesday, Sept. 9, 2015. (AP Photo/Eric ... more

Photo: Associated Press

Jon Carter with Harmonix discusses how apps like his will be made... Photo-8603429.116620 - Houston Chronicle

Image 8 of 45

Michelle Peluso with Gilt, discusses how apps like hers will be made available on the Apple TV during the Apple event at the Bill Graham Civic Auditorium in San Francisco, Wednesday, Sept. 9, 2015. (AP Photo/Eric Risberg) less

Michelle Peluso with Gilt, discusses how apps like hers will be made available on the Apple TV during the Apple event at the Bill Graham Civic Auditorium in San Francisco, Wednesday, Sept. 9, 2015. (AP ... more

SAN FRANCISCO, CA - SEPTEMBER 9: Apple Senior Vice President of Worldwide Marketing Phil Schiller speaks about the prices for iPad Pro on stage during a Special Event at Bill Graham Civic Auditorium September 9, 2015 in San Francisco, California. Apple Inc. is expected to unveil latest iterations of its smart phone, forecasted to be the 6S and 6S Plus. The tech giant is also rumored to be planning to announce an update to its Apple TV set-top box. (Photo by Stephen Lam/ Getty Images) less

SAN FRANCISCO, CA - SEPTEMBER 9: Apple Senior Vice President of Worldwide Marketing Phil Schiller speaks about the prices for iPad Pro on stage during a Special Event at Bill Graham Civic Auditorium September ... more

SAN FRANCISCO, CA - SEPTEMBER 9: Apple Senior Vice President of Worldwide Marketing Phil Schiller speaks about the new keyboard for the iPad Pro during a Special Event at Bill Graham Civic Auditorium September 9, 2015 in San Francisco, California. Apple Inc. is expected to unveil latest iterations of its smart phone, forecasted to be the 6S and 6S Plus. The tech giant is also rumored to be planning to announce an update to its Apple TV set-top box. (Photo by Stephen Lam/ Getty Images) less

SAN FRANCISCO, CA - SEPTEMBER 9: Apple Senior Vice President of Worldwide Marketing Phil Schiller speaks about the new keyboard for the iPad Pro during a Special Event at Bill Graham Civic Auditorium September ... more

SAN FRANCISCO, CA - SEPTEMBER 9: Apple Senior Vice President of Worldwide Marketing Phil Schiller speaks about the Apple Pencil and the Smart Keyboard prices for iPad Pro on stage during a Special Event at Bill Graham Civic Auditorium September 9, 2015 in San Francisco, California. Apple Inc. is expected to unveil latest iterations of its smart phone, forecasted to be the 6S and 6S Plus. The tech giant is also rumored to be planning to announce an update to its Apple TV set-top box. (Photo by Stephen Lam/ Getty Images) less

SAN FRANCISCO, CA - SEPTEMBER 9: Apple Senior Vice President of Worldwide Marketing Phil Schiller speaks about the Apple Pencil and the Smart Keyboard prices for iPad Pro on stage during a Special Event at Bill ... more

SAN FRANCISCO, CA - SEPTEMBER 9: Apple Senior Vice President of Worldwide Marketing Phil Schiller speaks about the iPad Pro on stage during a Special Event at Bill Graham Civic Auditorium September 9, 2015 in San Francisco, California. Apple Inc. is expected to unveil latest iterations of its smart phone, forecasted to be the 6S and 6S Plus. The tech giant is also rumored to be planning to announce an update to its Apple TV set-top box. (Photo by Stephen Lam/ Getty Images) less

SAN FRANCISCO, CA - SEPTEMBER 9: Apple Senior Vice President of Worldwide Marketing Phil Schiller speaks about the iPad Pro on stage during a Special Event at Bill Graham Civic Auditorium September 9, 2015 in ... more

SAN FRANCISCO, CA - SEPTEMBER 9: An Apple Pencil is displayed on the screen during a Special Event at Bill Graham Civic Auditorium September 9, 2015 in San Francisco, California. Apple Inc. is expected to unveil latest iterations of its smart phone, forecasted to be the 6S and 6S Plus. The tech giant is also rumored to be planning to announce an update to its Apple TV set-top box. (Photo by Stephen Lam/ Getty Images) less

SAN FRANCISCO, CA - SEPTEMBER 9: An Apple Pencil is displayed on the screen during a Special Event at Bill Graham Civic Auditorium September 9, 2015 in San Francisco, California. Apple Inc. is expected to ... more

SAN FRANCISCO, CA - SEPTEMBER 9: Apple CEO Tim Cook waves as he arrives on stage during an Apple Special Event on at Bill Graham Civic Auditorium September 9, 2015 in San Francisco, California. Apple Inc is expected to unveil latest iterations of its smart phone, forecasted to be the 6S and 6S Plus. The tech giant is also rumored to be planning to announce an update to its Apple TV set-top box. (Photo by Stephen Lam/ Getty Images) less

SAN FRANCISCO, CA - SEPTEMBER 9: Apple CEO Tim Cook waves as he arrives on stage during an Apple Special Event on at Bill Graham Civic Auditorium September 9, 2015 in San Francisco, California. Apple Inc is ... more

SAN FRANCISCO, CA - SEPTEMBER 9: Members of the media setup in Bill Graham Civic Auditorium before an Apple Special Event on September 9, 2015 in San Francisco, California. Apple Inc. is expected to unveil latest iterations of its smart phone, forecasted to be the 6S and 6S Plus. The tech giant is also rumored to be planning to announce an update to its Apple TV set-top box. (Photo by Stephen Lam/ Getty Images) less

SAN FRANCISCO, CA - SEPTEMBER 9: Members of the media setup in Bill Graham Civic Auditorium before an Apple Special Event on September 9, 2015 in San Francisco, California. Apple Inc. is expected to unveil ... more

Photo: Getty Images

SAN FRANCISCO, CA - SEPTEMBER 9: Members of the media setup in Bill... Photo-8603457.116620 - Houston Chronicle

Image 37 of 45

Phil Schiller, senior vice president of worldwide marketing at Apple Inc., talks with attendees before the Apple event at the Bill Graham Civic Auditorium on Wednesday, September 9, 2015 in San Francisco, Calif. less

Phil Schiller, senior vice president of worldwide marketing at Apple Inc., talks with attendees before the Apple event at the Bill Graham Civic Auditorium on Wednesday, September 9, 2015 in San Francisco, ... more

Guests and members of the media begin to arrive for the next Apple event at the Bill Graham Civic Auditorium, with the Civic Center in the background, in San Francisco, Wednesday, Sept. 9, 2015. (AP Photo/Eric Risberg) less

Guests and members of the media begin to arrive for the next Apple event at the Bill Graham Civic Auditorium, with the Civic Center in the background, in San Francisco, Wednesday, Sept. 9, 2015. (AP Photo/Eric ... more

Photo: Associated Press

Guests and members of the media begin to arrive for the next Apple... Photo-8602123.116620 - Houston Chronicle

Event staff look at a computer in front of an Apple logo outside Bill Graham Civic Auditorium on September 9, 2015 in San Francisco, California. Apple Inc. is expected to unveil latest iterations of its smart phone, forecasted to be the 6S and 6S Plus. The tech giant is also rumored to be planning to announce an update to its Apple TV set-top box. (Photo by Stephen Lam/ Getty Images) less

Event staff look at a computer in front of an Apple logo outside Bill Graham Civic Auditorium on September 9, 2015 in San Francisco, California. Apple Inc. is expected to unveil latest iterations of its smart ... more

An Apple logo is seen outside Bill Graham Civic Auditorium on September 9, 2015 in San Francisco, California. Apple Inc. is expected to unveil latest iterations of its smart phone, forecasted to be the 6S and 6S Plus. The tech giant is also rumored to be planning to announce an update to its Apple TV set-top box. (Photo by Stephen Lam/ Getty Images) less

An Apple logo is seen outside Bill Graham Civic Auditorium on September 9, 2015 in San Francisco, California. Apple Inc. is expected to unveil latest iterations of its smart phone, forecasted to be the 6S and ... more